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Searching higher up the funnel @jonoalderson
Searching Higher Up The Funnel
Jono Alderson, Global Head of Digital @ Linkdex
Jono Alderson
Head of Insight @ Linkdex
@jonoalderson
Searching higher up the funnel @jonoalderson
I my day job
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
“That sounds really boring, Jono.”
- Will Critchlow
Distilled, 2015
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
This sounds familiar...
Searching higher up the funnel @jonoalderson
Getting stuff
done
Marketing in
your sleep
Cracking the SEO
code of 2015
Behind Your Integrated
Marketing Strategy
Existential Crisis
Management
And it looks familiar...
Searching higher up the funnel @jonoalderson
?
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
28
types!
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Everything we
know about SEO
is lies-to-children.
Searching higher up the funnel @jonoalderson
This oversimplification is why
we sometimes feel a bit stuck.
Searching higher up the funnel @jonoalderson
It’s why we’re going through an
identity crisis.
Searching higher up the funnel @jonoalderson
SEO IS DEAD! / LONG LIVE SEO!
Searching higher up the funnel @jonoalderson
Content Marketing?
Searching higher up the funnel @jonoalderson
Content Marketing
Inbound Marketing?
Searching higher up the funnel @jonoalderson
Content Marketing
Inbound Marketing
SEO?
Searching higher up the funnel @jonoalderson
Content Marketing
Inbound Marketing
SEO
Marketing?
Searching higher up the funnel @jonoalderson
Content Marketing
Inbound Marketing
SEO
Marketing
Growth Hackers?
Searching higher up the funnel @jonoalderson
Content Marketing
Inbound Marketing
SEO
Marketing
Growth Hackers
???
Searching higher up the funnel @jonoalderson
It’s why we struggle to achieve
our ambitions.
Searching higher up the funnel @jonoalderson
It’s why we’re stuck
in-house / in an agency / freelancing
Searching higher up the funnel @jonoalderson
It’s why we’re culpable.
Searching higher up the funnel @jonoalderson
It’s getting harder.
Searching higher up the funnel @jonoalderson
“Knowing SEO” is no longer enough.
Searching higher up the funnel @jonoalderson
Your success in 2016 and beyond
depends on how you think about
(and beyond) SEO.
Searching higher up the funnel @jonoalderson
Today’s mission:
1. Share my less simple vision of “the truth”
2. Overcome the technical challenges
3. Overcome the business challenges
4. Overcome the human challenges
Searching higher up the funnel @jonoalderson
Ready?
Searching higher up the funnel @jonoalderson
The first lie...
SEO is tactical.
Searching higher up the funnel @jonoalderson
> a trillion searches per year
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
34.7%
17.5%
10.3%
6.7%
4.7%
Searching higher up the funnel @jonoalderson
“Find the most profitable niche!”
Searching higher up the funnel @jonoalderson
Keyword Search Volume
Keyword 1 10,000
Keyword 2 9,000
Keyword 3 8,000
Keyword 4 7,000
Keyword 5 6,000
keyword 6 5,000
Keyword 7 4,000
Keyword 8 3,000
Keyword 9 2,000
Keyword 10 1,000
Keyword 11 900
Keyword 12 800
Keyword 13 700
Keyword 14 600
Keyword 15 500
Keyword 16 400
Keyword 17 300
Competition
High
High
High
High
High
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Medium
Low
Low
Low
Est Traffic/Revenue
2,000
1,980
1,000
900
800
700
600
500
400
300
200
100
90
80
70
60
50
Group / Page
Landing Page 1
Landing Page 1
Landing Page 1
Landing Page 1
Homepage
Homepage
Homepage
Homepage
Homepage
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 2
Landing Page 3
Landing page 3
Search volume / projected rank / average CTR
= potential traffic / CR * AOV = potential revenue
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
“So, where are my results?”
Searching higher up the funnel @jonoalderson
This creates reactive cultures
1. Everybody’s chasing rankings for the same keywords, rather than
chasing (or creating) their ideal customer.
2. Teams are KPI’d on the wrong behaviour; bad experiences all round.
3. All strategies, agencies, and priorities are transient and driven by fear.
Searching higher up the funnel @jonoalderson
The second lie...
SEO is strategic.
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
The Zero Moment of Truth
Searching higher up the funnel @jonoalderson
This positions content
marketing and inbound
marketing techniques as
powerful tools
Searching higher up the funnel @jonoalderson
The problem is…
Not all searches have
obviously valuable outcomes
“cheapest panasonic 32 inch tv”
Searching higher up the funnel @jonoalderson
The problem is…
Not all searches have
obviously valuable outcomes
“cheapest panasonic 32 inch tv”
“best new lcd tv”
Searching higher up the funnel @jonoalderson
The problem is…
Not all searches have
obviously valuable outcomes
“cheapest panasonic 32 inch tv”
“best new lcd tv”
“lcd vs plasma tv guide”
Searching higher up the funnel @jonoalderson
The problem is…
Not all searches have
obviously valuable outcomes
“cheapest panasonic 32 inch tv”
“best new lcd tv”
“lcd vs plasma tv guide”
“fuzzy sound on TV”
Searching higher up the funnel @jonoalderson
The only brand in the mix!
Searching higher up the funnel @jonoalderson
Your content marketing isn’t
clever, sexy or effective if you
manage it like paid search.
You’re missing the point.
Searching higher up the funnel @jonoalderson
Attribution
Marketing by moment
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
As a concept, this feels cheesy right.
...but how do we make this a useful framework?
And if marketing is about Moments, how do I win?
death to the funnel
Searching higher up the funnel @jonoalderson
“Moments are behaviours or
psychological states exhibited by
consumers as they interact with
search engines.”
A better definition?
Searching higher up the funnel @jonoalderson
Can we infer and classify the
moment from keywords/topics?
“best lcd tv” vs “compare cheap 32inch tvs”
Searching higher up the funnel @jonoalderson
Define topic rules
“best lcd tvs”
Modifier - Quality
List refinement - Quality Product type refinement - LCD
Plural
Searching higher up the funnel @jonoalderson
[A secret shortcut]
Searching higher up the funnel @jonoalderson
http://labs.linkdex.com/term-tagger/
Early (discontinued)
prototype, but good for
proof of concept!
Searching higher up the funnel @jonoalderson
“Young Drivers Car Insurance”
Keyword
6.6k monthly searches
Searching higher up the funnel @jonoalderson
“Young Drivers Car Insurance”
Topic / Concept
66k monthly searches
Searching higher up the funnel @jonoalderson
Define moment rules
Behaviour - Comparing
“best lcd tvs”
Modifier - Quality
List refinement - Quality Product type refinement - LCD
Plural
Evaluating
Searching higher up the funnel @jonoalderson
We’ve identified 12+ ‘universal moments’!
...and a bunch of sector-specific ones, too.
Searching higher up the funnel @jonoalderson
Get all of the relevant keywords.
Keywords [1,000’s]
Topics [100’s]
Moments [10’s]
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Supplement keywords with
ranking & CTR data
Searching higher up the funnel @jonoalderson
Tiny market share
of huge opportunity!
Searching higher up the funnel @jonoalderson
To win, you need to engage with
(lots of) different keywords
moments
To be visible, to influence, to win hearts and
minds, at scale
Searching higher up the funnel @jonoalderson
● The commercial and resource models don’t allow for this level of research.
● This is high-level strategy; beyond your pay-grade, and the scale of it is terrifying.
● Retailer & brands can’t compete with publishers on research-level content
● Where does responsibility start or stop?
● Success is the totality of the user experience; brand. Product, service, culture, etc
Your SEO team can’t impact performance
Searching higher up the funnel @jonoalderson
The third lie...
SEO is integrated digital marketing.
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Imagine you’re responsible for
SEO at Argos.
Searching higher up the funnel @jonoalderson
*click*
*click*
*think*
*search*
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
“I’m not the expert”
For all considered purchases, manage how the
user becomes an expert.
Searching higher up the funnel @jonoalderson
You win by managing the
ecosystem and the perceptions
which searchers develop
Change the way you think about SEO
Searching higher up the funnel @jonoalderson
Let’s get practical.
Searching higher up the funnel @jonoalderson
Imagine you’re responsible for
SEO at Samsung.
You’re tasked with selling more televisions
Searching higher up the funnel @jonoalderson
The UK TVs Market
● Over 8,600 distinct keywords, which collectively
represent ~3.5 million searches per month, with
a media value of ~£1 million per month.
● 95 topic groups representing brands, product
attributes (e.g., screen size), types of phrasing (e.
g. questions) and TV-related concepts.
● Inferred behaviours and psychological states
spanning 9 moments.
Searching higher up the funnel @jonoalderson
“List building” is the most significant Moment in the consumer buying
cycle in terms of search volume, across multiple product subcategories.
LED Large TVs Small TVs Smart TVs UHD Total
Broad Search 243,670
Knowledge Acquiring 270 510 4,940 1,570 16,680
List Building 49,650 368,610 48,070 209,270 127,130 1,571,446
Evaluating 2,640 6,840 710 3,930 2,610 133,200
Shopping 650 3,050 10 7,080 3,760 207,560
Cost Reducing 2,770 10,100 70 9,100 3,570 83,680
Monthly Searches by Moment / Topic
Searching higher up the funnel @jonoalderson
Samsung and its primary
competitors attract only ~5%
of visits within the market.
Total Monthly Searches:
3,487,679
samsung.com, Est. Organic Visits: 71,617 (2%)
lg.com, Est. Organic Visits: 48,335 (1.4%)
sony.co.uk, Est. Organic Visits: 39,873 (1.1%)
philips.co.uk, Est. Organic Visits: 6,746 (0.2%)
The biggest brands’ domains account for very little market.
Searching higher up the funnel @jonoalderson
{ PAUSE TO REFLECT }
Searching higher up the funnel @jonoalderson
39% of total List Building market size
~280,000 monthly visits JUST for List Building
Searching higher up the funnel @jonoalderson
Top Pages Est. Visits Media Value
Large Screen TVs (32" and over) 102,290 (6.5%) £22,209
Televisions - Smart LED, 4K, OLED TVs & Accessories 54,583 (3.5%) £12,099
TVs, DVD & Blu Ray, Home Cinema & Gaming 28,609 (1.8%) £7,133
Small Screen TVs (up to 32") Deals 14,951 (1.0%) £3,414
Large Screen TVs (32" and over) Deals 10,599 (0.7%) £3,833
4K Ultra HD TVs – Experience 4x Definition 9,097 (0.6%) £1,574
Samsung Smart TV Range 6,623 (0.4%) £81
Samsung U8500 UHD Curved TV 6,495 (0.4%) £592
LG OLED TV – Explore LG LED & OLED TV Range 6,371 (0.4%) £858
Total (282 Pages) 277,942 £171,220
So, which pages are most visible, visited, influential in the purchase decision?
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Top Pages Est. Visits Media Value
4K TV and Ultra HD: Everything you need to know 18,435 (1.2%) £15,298
Best TV 2015: what TV should you buy? 11,676 (0.7%) £7,950
5 best UHD 4K TVs of 2015 11,227 (0.7%) £9,194
Cheap TVs: The best TV deals in June 2015 9,010 (0.6%) £9,059
10 best 60-65-inch TVs in the world today 7,837 (0.5%) £3,641
10 best 50 and 55-inch TVs in the world today 7,312 (0.5%) £4,175
12 best 40 and 42-inch TVs in the world today 5,893 (0.4%) £3,304
4 best Smart TVs in the world 2015 4,576 (0.3%) £3,538
13 best 32-inch TVs in the world today 3,108 (0.2%) £1,624
Total (93 Pages) 88,312 £64,559
And what about pages which are most visible for people who are researching technologies?
Searching higher up the funnel @jonoalderson
18k views per month for just one
article - and he’s written over 4,000.
Where does all this content come from?
Searching higher up the funnel @jonoalderson
“What about me, my site, and
directly transactional behaviour?”
The end of the funnel is still important.
Searching higher up the funnel @jonoalderson
When you understand moments,
you can turbo-charge your
content strategies.
Here’s the process...
Searching higher up the funnel @jonoalderson
Example (fake)
data for ‘Ford’
Searching higher up the funnel @jonoalderson
Pro tip: the ‘Query’ function in Google Sheets is awesome.
Searching higher up the funnel @jonoalderson
Waaaaaaaaaaaait.
This may be a trap.
Searching higher up the funnel @jonoalderson
What are we trying to achieve?
“Right results, right content, right person, right moment”
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
http://bit.ly/linkdex-pageflow
Searching higher up the funnel @jonoalderson
This doesn’t just apply to
‘Enterprise SEO’
Visits don’t occur in isolation. People research.
Searching higher up the funnel @jonoalderson
Turn content marketing into a targeted,
Tangible Thing.
This approach enables you to...
Searching higher up the funnel @jonoalderson
This approach enables you to...
Stop talking and worrying about keyword
rankings, and start thinking about opportunity
and market share
Searching higher up the funnel @jonoalderson
This approach enables you to...
Capture consumers* higher up the funnel,
earlier in the decision-making process
Searching higher up the funnel @jonoalderson
This approach enables you to...
Tactically use partners & affiliates to be where
you can’t, or use paid media to fill gaps
throughout the buying cycle
Searching higher up the funnel @jonoalderson
This approach enables you to...
Put forecasts and business cases against
familiar metrics like ‘visibility’ and ‘share of
market’ in a meaningful way
Searching higher up the funnel @jonoalderson
This approach enables you to...
Compare apples-with-apples, framed by user
behaviours and needs
Searching higher up the funnel @jonoalderson
People don’t do this because...
their data is too shallow
Searching higher up the funnel @jonoalderson
People don’t do this because...
it’s not SEO(?)
Searching higher up the funnel @jonoalderson
The Truth?
Searching higher up the funnel @jonoalderson
The only thing that matters is
that somebody has searched;
what did they see?
Searching higher up the funnel @jonoalderson
“Good SEO* is when you
manage the experience and
the opinions that users form
when they search.”
digital marketing / growth hacking / whatever
Searching higher up the funnel @jonoalderson
“You enable good SEO by
changing the way we think
and talk about it, and the way
we work with others.”
Searching higher up the funnel @jonoalderson
This elevates SEO from a ‘channel’ to
a sophisticated marketing &
business intelligence function...
...which gets budget, buy-in, and success.
Searching higher up the funnel @jonoalderson
Except… Does it?
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Today’s mission:
1. Share my less simple vision of “the truth”
2. Overcome the technical challenges
3. Overcome the business challenges
4. Overcome the human challenges
Searching higher up the funnel @jonoalderson
The ‘business bit’ is really easy
Increase revenue, decrease costs, increase brand
Searching higher up the funnel @jonoalderson
Use your data to build an
awesome strategy
Don’t underestimate the power of your vision
Searching higher up the funnel @jonoalderson
Best Strategy != Right Strategy
Pragmatism > Perfectionism
Searching higher up the funnel @jonoalderson
Searching higher up the funnel @jonoalderson
Put your awesome, achievable
strategy in a measurement
framework
(we’re getting off topic)
Searching higher up the funnel @jonoalderson
http://bit.ly/kpiframework
Searching higher up the funnel @jonoalderson
The ‘people bit’ is harder
Understand motivations, anticipate objections
Searching higher up the funnel @jonoalderson
C-level
Be in control
“I can set a binding
vision”
Marketing
Minimise risk
“I can change our
priorities”
Finance
Minimise cost
“I can agree to spend, to
accumulate”
Third parties
& other SEOs
Defend themselves
“I can challenge the
status quo”
Tech & Legal
Maintain status quo
“I can veto anything”
bit.ly/linkdex-videos
Searching higher up the funnel @jonoalderson
And what about you?
The t-shaped marketer isn’t good enough.
Searching higher up the funnel @jonoalderson
That’s probably all we have
time for.
Searching higher up the funnel @jonoalderson
Some thoughts,
to leave you with.
Searching higher up the funnel @jonoalderson
This kind of thinking is quietly
disrupting industries now
Telecoms | Travel | Finance | Insurance | Politics
Searching higher up the funnel @jonoalderson
This is a seismic, ideological
shift for most organisations.
Take baby steps. Introduce concepts like Moments
into things like campaign briefs. Grow it slowly.
Searching higher up the funnel @jonoalderson
We only work (and are measured)
the way we work, because that’s
the way we work.
And it only changes if we change it.
Searching higher up the funnel @jonoalderson
This is a
problem, and an
opportunity...
Right?
@jonoaldersonTurbo-charging your WordPress website (bit.ly/turbo-charge-wordpress)
WIN
Searching higher up the funnel @jonoalderson
Jono Alderson
Global Head of Digital @ Linkdex
@jonoalderson

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Searching higher up the funnel

  • 1. Searching higher up the funnel @jonoalderson Searching Higher Up The Funnel Jono Alderson, Global Head of Digital @ Linkdex Jono Alderson Head of Insight @ Linkdex @jonoalderson
  • 2. Searching higher up the funnel @jonoalderson I my day job
  • 3. Searching higher up the funnel @jonoalderson
  • 4. Searching higher up the funnel @jonoalderson
  • 5. Searching higher up the funnel @jonoalderson
  • 6. Searching higher up the funnel @jonoalderson
  • 7. Searching higher up the funnel @jonoalderson “That sounds really boring, Jono.” - Will Critchlow Distilled, 2015
  • 8. Searching higher up the funnel @jonoalderson
  • 9. Searching higher up the funnel @jonoalderson This sounds familiar...
  • 10. Searching higher up the funnel @jonoalderson Getting stuff done Marketing in your sleep Cracking the SEO code of 2015 Behind Your Integrated Marketing Strategy Existential Crisis Management And it looks familiar...
  • 11. Searching higher up the funnel @jonoalderson ?
  • 12. Searching higher up the funnel @jonoalderson
  • 13. Searching higher up the funnel @jonoalderson
  • 14. Searching higher up the funnel @jonoalderson 28 types!
  • 15. Searching higher up the funnel @jonoalderson
  • 16. Searching higher up the funnel @jonoalderson Everything we know about SEO is lies-to-children.
  • 17. Searching higher up the funnel @jonoalderson This oversimplification is why we sometimes feel a bit stuck.
  • 18. Searching higher up the funnel @jonoalderson It’s why we’re going through an identity crisis.
  • 19. Searching higher up the funnel @jonoalderson SEO IS DEAD! / LONG LIVE SEO!
  • 20. Searching higher up the funnel @jonoalderson Content Marketing?
  • 21. Searching higher up the funnel @jonoalderson Content Marketing Inbound Marketing?
  • 22. Searching higher up the funnel @jonoalderson Content Marketing Inbound Marketing SEO?
  • 23. Searching higher up the funnel @jonoalderson Content Marketing Inbound Marketing SEO Marketing?
  • 24. Searching higher up the funnel @jonoalderson Content Marketing Inbound Marketing SEO Marketing Growth Hackers?
  • 25. Searching higher up the funnel @jonoalderson Content Marketing Inbound Marketing SEO Marketing Growth Hackers ???
  • 26. Searching higher up the funnel @jonoalderson It’s why we struggle to achieve our ambitions.
  • 27. Searching higher up the funnel @jonoalderson It’s why we’re stuck in-house / in an agency / freelancing
  • 28. Searching higher up the funnel @jonoalderson It’s why we’re culpable.
  • 29. Searching higher up the funnel @jonoalderson It’s getting harder.
  • 30. Searching higher up the funnel @jonoalderson “Knowing SEO” is no longer enough.
  • 31. Searching higher up the funnel @jonoalderson Your success in 2016 and beyond depends on how you think about (and beyond) SEO.
  • 32. Searching higher up the funnel @jonoalderson Today’s mission: 1. Share my less simple vision of “the truth” 2. Overcome the technical challenges 3. Overcome the business challenges 4. Overcome the human challenges
  • 33. Searching higher up the funnel @jonoalderson Ready?
  • 34. Searching higher up the funnel @jonoalderson The first lie... SEO is tactical.
  • 35. Searching higher up the funnel @jonoalderson > a trillion searches per year
  • 36. Searching higher up the funnel @jonoalderson
  • 37. Searching higher up the funnel @jonoalderson 34.7% 17.5% 10.3% 6.7% 4.7%
  • 38. Searching higher up the funnel @jonoalderson “Find the most profitable niche!”
  • 39. Searching higher up the funnel @jonoalderson Keyword Search Volume Keyword 1 10,000 Keyword 2 9,000 Keyword 3 8,000 Keyword 4 7,000 Keyword 5 6,000 keyword 6 5,000 Keyword 7 4,000 Keyword 8 3,000 Keyword 9 2,000 Keyword 10 1,000 Keyword 11 900 Keyword 12 800 Keyword 13 700 Keyword 14 600 Keyword 15 500 Keyword 16 400 Keyword 17 300 Competition High High High High High Medium Medium Medium Medium Medium Medium Medium Medium Medium Low Low Low Est Traffic/Revenue 2,000 1,980 1,000 900 800 700 600 500 400 300 200 100 90 80 70 60 50 Group / Page Landing Page 1 Landing Page 1 Landing Page 1 Landing Page 1 Homepage Homepage Homepage Homepage Homepage Landing Page 2 Landing Page 2 Landing Page 2 Landing Page 2 Landing Page 2 Landing Page 2 Landing Page 3 Landing page 3 Search volume / projected rank / average CTR = potential traffic / CR * AOV = potential revenue
  • 40. Searching higher up the funnel @jonoalderson
  • 41. Searching higher up the funnel @jonoalderson “So, where are my results?”
  • 42. Searching higher up the funnel @jonoalderson This creates reactive cultures 1. Everybody’s chasing rankings for the same keywords, rather than chasing (or creating) their ideal customer. 2. Teams are KPI’d on the wrong behaviour; bad experiences all round. 3. All strategies, agencies, and priorities are transient and driven by fear.
  • 43. Searching higher up the funnel @jonoalderson The second lie... SEO is strategic.
  • 44. Searching higher up the funnel @jonoalderson
  • 45. Searching higher up the funnel @jonoalderson The Zero Moment of Truth
  • 46. Searching higher up the funnel @jonoalderson This positions content marketing and inbound marketing techniques as powerful tools
  • 47. Searching higher up the funnel @jonoalderson The problem is… Not all searches have obviously valuable outcomes “cheapest panasonic 32 inch tv”
  • 48. Searching higher up the funnel @jonoalderson The problem is… Not all searches have obviously valuable outcomes “cheapest panasonic 32 inch tv” “best new lcd tv”
  • 49. Searching higher up the funnel @jonoalderson The problem is… Not all searches have obviously valuable outcomes “cheapest panasonic 32 inch tv” “best new lcd tv” “lcd vs plasma tv guide”
  • 50. Searching higher up the funnel @jonoalderson The problem is… Not all searches have obviously valuable outcomes “cheapest panasonic 32 inch tv” “best new lcd tv” “lcd vs plasma tv guide” “fuzzy sound on TV”
  • 51. Searching higher up the funnel @jonoalderson The only brand in the mix!
  • 52. Searching higher up the funnel @jonoalderson Your content marketing isn’t clever, sexy or effective if you manage it like paid search. You’re missing the point.
  • 53. Searching higher up the funnel @jonoalderson Attribution Marketing by moment
  • 54. Searching higher up the funnel @jonoalderson
  • 55. Searching higher up the funnel @jonoalderson
  • 56. Searching higher up the funnel @jonoalderson As a concept, this feels cheesy right. ...but how do we make this a useful framework? And if marketing is about Moments, how do I win? death to the funnel
  • 57. Searching higher up the funnel @jonoalderson “Moments are behaviours or psychological states exhibited by consumers as they interact with search engines.” A better definition?
  • 58. Searching higher up the funnel @jonoalderson Can we infer and classify the moment from keywords/topics? “best lcd tv” vs “compare cheap 32inch tvs”
  • 59. Searching higher up the funnel @jonoalderson Define topic rules “best lcd tvs” Modifier - Quality List refinement - Quality Product type refinement - LCD Plural
  • 60. Searching higher up the funnel @jonoalderson [A secret shortcut]
  • 61. Searching higher up the funnel @jonoalderson http://labs.linkdex.com/term-tagger/ Early (discontinued) prototype, but good for proof of concept!
  • 62. Searching higher up the funnel @jonoalderson “Young Drivers Car Insurance” Keyword 6.6k monthly searches
  • 63. Searching higher up the funnel @jonoalderson “Young Drivers Car Insurance” Topic / Concept 66k monthly searches
  • 64. Searching higher up the funnel @jonoalderson Define moment rules Behaviour - Comparing “best lcd tvs” Modifier - Quality List refinement - Quality Product type refinement - LCD Plural Evaluating
  • 65. Searching higher up the funnel @jonoalderson We’ve identified 12+ ‘universal moments’! ...and a bunch of sector-specific ones, too.
  • 66. Searching higher up the funnel @jonoalderson Get all of the relevant keywords. Keywords [1,000’s] Topics [100’s] Moments [10’s]
  • 67. Searching higher up the funnel @jonoalderson
  • 68. Searching higher up the funnel @jonoalderson Supplement keywords with ranking & CTR data
  • 69. Searching higher up the funnel @jonoalderson Tiny market share of huge opportunity!
  • 70. Searching higher up the funnel @jonoalderson To win, you need to engage with (lots of) different keywords moments To be visible, to influence, to win hearts and minds, at scale
  • 71. Searching higher up the funnel @jonoalderson ● The commercial and resource models don’t allow for this level of research. ● This is high-level strategy; beyond your pay-grade, and the scale of it is terrifying. ● Retailer & brands can’t compete with publishers on research-level content ● Where does responsibility start or stop? ● Success is the totality of the user experience; brand. Product, service, culture, etc Your SEO team can’t impact performance
  • 72. Searching higher up the funnel @jonoalderson The third lie... SEO is integrated digital marketing.
  • 73. Searching higher up the funnel @jonoalderson
  • 74. Searching higher up the funnel @jonoalderson Imagine you’re responsible for SEO at Argos.
  • 75. Searching higher up the funnel @jonoalderson *click* *click* *think* *search*
  • 76. Searching higher up the funnel @jonoalderson
  • 77. Searching higher up the funnel @jonoalderson “I’m not the expert” For all considered purchases, manage how the user becomes an expert.
  • 78. Searching higher up the funnel @jonoalderson You win by managing the ecosystem and the perceptions which searchers develop Change the way you think about SEO
  • 79. Searching higher up the funnel @jonoalderson Let’s get practical.
  • 80. Searching higher up the funnel @jonoalderson Imagine you’re responsible for SEO at Samsung. You’re tasked with selling more televisions
  • 81. Searching higher up the funnel @jonoalderson The UK TVs Market ● Over 8,600 distinct keywords, which collectively represent ~3.5 million searches per month, with a media value of ~£1 million per month. ● 95 topic groups representing brands, product attributes (e.g., screen size), types of phrasing (e. g. questions) and TV-related concepts. ● Inferred behaviours and psychological states spanning 9 moments.
  • 82. Searching higher up the funnel @jonoalderson “List building” is the most significant Moment in the consumer buying cycle in terms of search volume, across multiple product subcategories. LED Large TVs Small TVs Smart TVs UHD Total Broad Search 243,670 Knowledge Acquiring 270 510 4,940 1,570 16,680 List Building 49,650 368,610 48,070 209,270 127,130 1,571,446 Evaluating 2,640 6,840 710 3,930 2,610 133,200 Shopping 650 3,050 10 7,080 3,760 207,560 Cost Reducing 2,770 10,100 70 9,100 3,570 83,680 Monthly Searches by Moment / Topic
  • 83. Searching higher up the funnel @jonoalderson Samsung and its primary competitors attract only ~5% of visits within the market. Total Monthly Searches: 3,487,679 samsung.com, Est. Organic Visits: 71,617 (2%) lg.com, Est. Organic Visits: 48,335 (1.4%) sony.co.uk, Est. Organic Visits: 39,873 (1.1%) philips.co.uk, Est. Organic Visits: 6,746 (0.2%) The biggest brands’ domains account for very little market.
  • 84. Searching higher up the funnel @jonoalderson { PAUSE TO REFLECT }
  • 85. Searching higher up the funnel @jonoalderson 39% of total List Building market size ~280,000 monthly visits JUST for List Building
  • 86. Searching higher up the funnel @jonoalderson Top Pages Est. Visits Media Value Large Screen TVs (32" and over) 102,290 (6.5%) £22,209 Televisions - Smart LED, 4K, OLED TVs & Accessories 54,583 (3.5%) £12,099 TVs, DVD & Blu Ray, Home Cinema & Gaming 28,609 (1.8%) £7,133 Small Screen TVs (up to 32") Deals 14,951 (1.0%) £3,414 Large Screen TVs (32" and over) Deals 10,599 (0.7%) £3,833 4K Ultra HD TVs – Experience 4x Definition 9,097 (0.6%) £1,574 Samsung Smart TV Range 6,623 (0.4%) £81 Samsung U8500 UHD Curved TV 6,495 (0.4%) £592 LG OLED TV – Explore LG LED & OLED TV Range 6,371 (0.4%) £858 Total (282 Pages) 277,942 £171,220 So, which pages are most visible, visited, influential in the purchase decision?
  • 87. Searching higher up the funnel @jonoalderson
  • 88. Searching higher up the funnel @jonoalderson Top Pages Est. Visits Media Value 4K TV and Ultra HD: Everything you need to know 18,435 (1.2%) £15,298 Best TV 2015: what TV should you buy? 11,676 (0.7%) £7,950 5 best UHD 4K TVs of 2015 11,227 (0.7%) £9,194 Cheap TVs: The best TV deals in June 2015 9,010 (0.6%) £9,059 10 best 60-65-inch TVs in the world today 7,837 (0.5%) £3,641 10 best 50 and 55-inch TVs in the world today 7,312 (0.5%) £4,175 12 best 40 and 42-inch TVs in the world today 5,893 (0.4%) £3,304 4 best Smart TVs in the world 2015 4,576 (0.3%) £3,538 13 best 32-inch TVs in the world today 3,108 (0.2%) £1,624 Total (93 Pages) 88,312 £64,559 And what about pages which are most visible for people who are researching technologies?
  • 89. Searching higher up the funnel @jonoalderson 18k views per month for just one article - and he’s written over 4,000. Where does all this content come from?
  • 90. Searching higher up the funnel @jonoalderson “What about me, my site, and directly transactional behaviour?” The end of the funnel is still important.
  • 91. Searching higher up the funnel @jonoalderson When you understand moments, you can turbo-charge your content strategies. Here’s the process...
  • 92. Searching higher up the funnel @jonoalderson Example (fake) data for ‘Ford’
  • 93. Searching higher up the funnel @jonoalderson Pro tip: the ‘Query’ function in Google Sheets is awesome.
  • 94. Searching higher up the funnel @jonoalderson Waaaaaaaaaaaait. This may be a trap.
  • 95. Searching higher up the funnel @jonoalderson What are we trying to achieve? “Right results, right content, right person, right moment”
  • 96. Searching higher up the funnel @jonoalderson
  • 97. Searching higher up the funnel @jonoalderson http://bit.ly/linkdex-pageflow
  • 98. Searching higher up the funnel @jonoalderson This doesn’t just apply to ‘Enterprise SEO’ Visits don’t occur in isolation. People research.
  • 99. Searching higher up the funnel @jonoalderson Turn content marketing into a targeted, Tangible Thing. This approach enables you to...
  • 100. Searching higher up the funnel @jonoalderson This approach enables you to... Stop talking and worrying about keyword rankings, and start thinking about opportunity and market share
  • 101. Searching higher up the funnel @jonoalderson This approach enables you to... Capture consumers* higher up the funnel, earlier in the decision-making process
  • 102. Searching higher up the funnel @jonoalderson This approach enables you to... Tactically use partners & affiliates to be where you can’t, or use paid media to fill gaps throughout the buying cycle
  • 103. Searching higher up the funnel @jonoalderson This approach enables you to... Put forecasts and business cases against familiar metrics like ‘visibility’ and ‘share of market’ in a meaningful way
  • 104. Searching higher up the funnel @jonoalderson This approach enables you to... Compare apples-with-apples, framed by user behaviours and needs
  • 105. Searching higher up the funnel @jonoalderson People don’t do this because... their data is too shallow
  • 106. Searching higher up the funnel @jonoalderson People don’t do this because... it’s not SEO(?)
  • 107. Searching higher up the funnel @jonoalderson The Truth?
  • 108. Searching higher up the funnel @jonoalderson The only thing that matters is that somebody has searched; what did they see?
  • 109. Searching higher up the funnel @jonoalderson “Good SEO* is when you manage the experience and the opinions that users form when they search.” digital marketing / growth hacking / whatever
  • 110. Searching higher up the funnel @jonoalderson “You enable good SEO by changing the way we think and talk about it, and the way we work with others.”
  • 111. Searching higher up the funnel @jonoalderson This elevates SEO from a ‘channel’ to a sophisticated marketing & business intelligence function... ...which gets budget, buy-in, and success.
  • 112. Searching higher up the funnel @jonoalderson Except… Does it?
  • 113. Searching higher up the funnel @jonoalderson
  • 114. Searching higher up the funnel @jonoalderson Today’s mission: 1. Share my less simple vision of “the truth” 2. Overcome the technical challenges 3. Overcome the business challenges 4. Overcome the human challenges
  • 115. Searching higher up the funnel @jonoalderson The ‘business bit’ is really easy Increase revenue, decrease costs, increase brand
  • 116. Searching higher up the funnel @jonoalderson Use your data to build an awesome strategy Don’t underestimate the power of your vision
  • 117. Searching higher up the funnel @jonoalderson Best Strategy != Right Strategy Pragmatism > Perfectionism
  • 118. Searching higher up the funnel @jonoalderson
  • 119. Searching higher up the funnel @jonoalderson Put your awesome, achievable strategy in a measurement framework (we’re getting off topic)
  • 120. Searching higher up the funnel @jonoalderson http://bit.ly/kpiframework
  • 121. Searching higher up the funnel @jonoalderson The ‘people bit’ is harder Understand motivations, anticipate objections
  • 122. Searching higher up the funnel @jonoalderson C-level Be in control “I can set a binding vision” Marketing Minimise risk “I can change our priorities” Finance Minimise cost “I can agree to spend, to accumulate” Third parties & other SEOs Defend themselves “I can challenge the status quo” Tech & Legal Maintain status quo “I can veto anything” bit.ly/linkdex-videos
  • 123. Searching higher up the funnel @jonoalderson And what about you? The t-shaped marketer isn’t good enough.
  • 124. Searching higher up the funnel @jonoalderson That’s probably all we have time for.
  • 125. Searching higher up the funnel @jonoalderson Some thoughts, to leave you with.
  • 126. Searching higher up the funnel @jonoalderson This kind of thinking is quietly disrupting industries now Telecoms | Travel | Finance | Insurance | Politics
  • 127. Searching higher up the funnel @jonoalderson This is a seismic, ideological shift for most organisations. Take baby steps. Introduce concepts like Moments into things like campaign briefs. Grow it slowly.
  • 128. Searching higher up the funnel @jonoalderson We only work (and are measured) the way we work, because that’s the way we work. And it only changes if we change it.
  • 129. Searching higher up the funnel @jonoalderson This is a problem, and an opportunity... Right?
  • 130. @jonoaldersonTurbo-charging your WordPress website (bit.ly/turbo-charge-wordpress) WIN
  • 131. Searching higher up the funnel @jonoalderson Jono Alderson Global Head of Digital @ Linkdex @jonoalderson